Asetek CEO André Eriksen on Sim Racing, Affordability, Access, and Xbox

Between the Indy 500 and the Coca-Cola 600, Memorial Day Weekend is at all times the largest spectacle in American motorsports. This 12 months, issues obtained even higher for racing followers with the primary ever SimRacing Expo to be held within the USA, which came about over three days in Charlotte, North Carolina. I used to be invited on DualShockers’ behalf to the event, and one in every of my favourite moments of the weekend was talking with André Eriksen, CEO and Founding father of Asetek Racing.

If that is your introduction to Asetek, Eriksen first began the enterprise in 1997 in Denmark as a liquid cooling firm, working with laptop tech stalwarts like Alienware and Corsair. Asetek Racing, the sim racing department of the corporate, was then began a lot later in 2021, born of Eriksen’s love of motorsport and private expertise with automotive racing.

In my time talking with André, it was refreshing to listen to a CEO converse so candidly and brazenly about every part we obtained into throughout our dialog. Here is how the interview went, and why I feel all of it factors to Asetek being a sim racing firm it’s best to take a more in-depth take a look at in 2026.

Talking With André Eriksen, CEO and Founding father of Asetek Racing

My dialog with André began with him giving me the backstory of the corporate, since I wasn’t accustomed to it myself going into our interview. Talking about launching into the sim racing scene in 2021, Eriksen mentioned:

“As a result of we have been newcomers, I had this concept or philosophy that we have to begin on the excessive finish. We have to exhibit, we have to present what we’re able to. So the very first thing we launched was our Invicta series; form of the highest of our choices. Fairly costly stuff; not outrageous in comparison with the competitors, I’d say. Maybe even just a little bit decrease. However nonetheless high-end stuff, hydraulic brakes… My concept, apart from having one piece of software program that truly works every single day and the stuff not breaking down, was that now we have to be true to the idea that it has to really feel like an actual race automobile. The brake pedal is difficult, as a result of that is how it’s in a race automobile, whether or not you prefer it or not. However it is a simulator. We attempt to simulate stuff. We have been true to that idea, and I feel that serves us properly, truly.”

André then took me down the product line from the Invicta Sequence to the Forte, their second tier of product, which features largely the identical because the Invicta, simply with out fairly as many options or customization choices. We then obtained into the Initium Series of Asetek merchandise, which is the place we’ll decide André’s dialog again up:

“Then lastly, and never least; I additionally needed our merchandise to be reasonably priced. We developed this Initium product line. Initium in Latin truly means ‘Entry to’ or ‘Begin to.’ So that is what we think about the doorway to our merchandise.”

André then demonstrated to me the convenience at which the Initium line of pedals can flip between use on a flooring/carpet, and likewise as an attachment to your totally built-out sim rig and cockpit, proving that this sequence is designed with choices and accessibility in thoughts. That is additional demonstrated by the Initium pedals’ modular design. Eriksen continued:

“You’ll be able to improve the brakes two steps all the way in which to hydraulic. The clutch, the throttle. You’ll be able to improve every part. You do not have to throw something away or promote it on {the marketplace}, or no matter. This complete upgradability is an enormous factor for us too; which you can begin low cost, after which you possibly can construct on it as you go with out having to throw something away. Simply to present you an concept about pricing, this rig, a seat, the Initium wheelbase, the Initium wheel, the Initium pedals… Every part you want, apart from the display and no matter console or PC, is beneath $1,000. In my opinion, that is an excellent deal.”

Leaning extra into Asetek Racing placing a premium on entry to their merchandise, their affordability, in addition to ease of use, Eriksen then mentioned that the Initium line particularly can even quickly be totally suitable with Xbox consoles.

“The Initium product line, we’ll launch very quickly with Xbox assist. So what we’re attempting to do is definitely convey high-end {hardware} into consoles. The world I stay in, what I see is that when you purchase a console, then mechanically, it is the ‘lower-tier’ racing {hardware} you get [from other companies], and I do not perceive that. I perceive this concept that you just take your son to Fry’s Electronics the place I lived, you purchase this [console], you get again in your sofa, and also you get going. I can perceive and admire that. However there are additionally guys which have extra money, and so they like the great stuff, they only don’t desire the trouble of a PC. And that [sim racing console] house, in my view, isn’t stuffed immediately. There’s no one there, as a result of all people on console is simply ‘How low cost can we go?’.”

André then obtained into how he understands that typically, folks do not use their sim rigs for an prolonged time period. Upon going again to it and wanting to leap again in, you may need an analogous expertise to Eriksen:

“I push the [power] button. Very first thing I see, ‘Oh, you want a firmware replace,’ or a driver replace, and even worse, a Home windows replace. After which when you will have executed the replace, then what you had on the middle display is now on the precise display, and also you’re simply sick and bored with it. So, due to this fact, I now have a console. Push the button, and also you drive. However then it is like… I do not wish to discuss unhealthy about our personal merchandise in fact, however when you examine these two wheels, there’s not likely a doubt what’s nicest [between the Forte and the Initium wheel]. But when I’m going to the market immediately, [something like the Initium] is the one factor I can get. If I need one thing like [the Forte], then you need to be on a PC. So we try to alter that. And that is additionally why you are able to do the improve path on the [Initium] pedals. Regardless that you are on console, you possibly can have the identical, good peripherals that you’ve on a PC.”

Why This All Issues to Sim Racing at Giant

My dialog with Asetek’s CEO did go on a bit extra from there as we talked about software program, another merchandise, in addition to the brand new Components One laws this season, however the entire above is what I truly wish to spotlight on this piece. The explanation for that is fairly easy: Sim racing is commonly costly and complex. There’s a barrier of entry to the medium that may be too steep for many individuals.

That is why what I feel Asetek is now doing within the sim racing house is so thrilling, and likewise so necessary. Eriksen mentioned it himself that when Asetek Racing first began, he felt like they wanted to begin with the high-end; to indicate off, to show they could possibly be gamers available in the market. This is sensible, in fact. However I feel it deserves stating and recognizing someplace alongside the way in which that, in doing so, there is a market of potential gamers you are lacking out on.

On the one hand, it is sensible enterprise to attempt to attain these potential consumers, however I additionally genuinely respect the lengths and energy that it looks as if Eriksen and Asetek are going to with a view to convey high-level sim racing to extra gamers than ever. Eriksen is a racer, and his ardour if you converse with him is manifestly apparent. To now be able to convey good sim racing to extra folks than ever at a extra accessible entry level is commendable.

We see this similar spirit once more in Eriksen discussing Asetek’s new give attention to the console house, and their rising partnership with Xbox. Look, I really like my PC. Nevertheless it’s unimaginable to argue towards consoles being the unsuitable alternative when you worth simplicity, ease of use, and a few extra monetary flexibility.

Not solely is the Initium sequence of Asetek merchandise genuinely the most effective I’ve used for the (comparatively small) sum of money, however leaning into console gaming as properly actually is proving that Asetek appears to be making sensible, consumer-focused selections that can hopefully find yourself useful to all events.

And naturally, the modular nature of the Initium line and their sustainability level to this as properly. Asetek appears to have one thing for everybody now within the sim racing world. In the event you simply wish to get into sim racing house however nonetheless have a high-quality expertise, Initium is a superb entry level. If in case you have the additional cash and wish to go all-out, then you will have Invicta and Forte to contemplate.

Asetek is giving the selection to you, all whereas doing their half to make premium sim racing experiences obtainable to extra gamers than ever.

Extra Asetek Racing Particulars

After our interview, just a few extra further particulars have been confirmed to me about some upcoming Asetek-related information.

Regarding the Xbox partnership, Asetek is slated to launch their Xbox-compatible Initium wheelbase in 2026. They’re concentrating on market readiness across the SimRacing Expo in Frankfort, which is scheduled for October 16-18 of this 12 months.

Asetek additionally has a brand-new Load Cell Handbrake and Twin Mode Shifter coming later in 2026 (slated for Week 36 within the EU, Week 45 within the USA). Here is the tech spec breakdown of each of those upcoming merchandise, info supplied straight from Asetek:

Load Cell Handbrake

Load cell

• Most load: 200 kg
• Decision: 16-bit

Know-how

• Resistance system: Two-stage
• Tuning: Tuneable elastomer and spring stack

Modes and software program

• Modes: Analog, digital
• Software program: RaceHub
• Compatibility: PC and Xbox (Xbox requires an Asetek Racing Xbox-compatible wheelbase and steering wheel)

Mounting

• Mounting holes: 4x M6 threaded T-nuts
• Mounting orientation: Left-hand and right-hand drive

Connection

• Connection to host: USB Sort-C
• Energy enter: 5V, 500mA (max 2.5W)

Dimensions

• Measurement: 133 x 132 x 360 mm
• Weight: Web weight TBD (pending measurement)
• Brake deal with thread: M10
• Retail packaging: 401 x 189 x 212 mm
• Transport packaging: 405 x 195 x 227 mm

Guarantee and sturdiness

• Guarantee: 24 months
• Working temperature: 0°C to 40°C (room temperature)
• Examined sturdiness: 1,000,000 brake cycles

Twin Mode Shifter

Know-how

• Variety of gears: 7 + reverse
• Gear detection: Corridor impact sensors

Modes and software program

• Shifter modes: H-pattern, sequential
• Compatibility: PC and Xbox (Xbox requires an Asetek Racing Xbox-compatible wheelbase and steering wheel)
• Software program: RaceHub

Mounting

• Mounting holes: 4x M6 threaded T-nuts
• Mounting orientation: Left-hand and right-hand drive

Dimensions

• Measurement: 133 x 132 x 290 mm
• Weight: 1.9 kg
• Gear knob thread: M10
• Retail packaging: 401 x 189 x 212 mm
• Transport packaging: 405 x 195 x 227 mm

Connection

• Connection to host: USB Sort-C
• Energy enter: 5V, 500mA (max 2.5W)

Guarantee and sturdiness

• Guarantee: 24 months
• Working temperature: 0°C to 40°C (room temperature)
• Examined sturdiness: 300,000 shift cycles